OLA Bikes in Mumbai

Marketing Research
Presentation
Research Objective and RQs

The objective of this Marketing Research is to come to a decision whether

or not OLA should launch its Ola bike service in Mumbai city.

The research aims to check the feasibility, need and profitability of

launching the end mobility service in Mumbai city
Research Methodology

Exploratory Research

Primary Research Secondary Research

Descriptive Research

Qualitative Quantitative
Sample Plan

Population Definition

Sample Size

Sampling Methodology
Analysis

60% of the respondents travel solo by auto.

75% respondents preferred immediate hiring of transport rather than app based hiring

100 % female respondents denied travelling on a bike with a male driver

2/3rd of the respondents were refused by auto drivers in past 30 days. Major reasons being
told were less distance and traffic jam problem
More than half of the respondents who use private vehicles faced parking problems more
than 5 times in last 30 days
4/5th of the respondents feel its not safe to travel on bike during rains
 Major Take Away
S.NO Findings
1 People are comfortable
travelling in auto than in local
train
2 People are reluctant to use bike
in rain.
3 People are more comfortable
with immediate hiring of
services
4 All Female respondents were
unwilling to travel as a pillion
rider with a male driver
5 Brand recall of Ola is less
compared to Uber
Insights derived Should OLA bike be
launched in Mumbai?
There is a lot of potential as people value their YES
private space
Bike business would be seasonal as demand NO
during rains will be approx. zero
This may fail the purpose of introducing OLA NO
bike
The perception of Ola bike is that it isn’t safe NO
given the fact that most of the Ola riders would
be men
OLA should work initially on brand recall and MAYBE
work on cab segment before launching bike